Considering the increased sophistication of products and services and their heightened substitutability in the context of intensifying global competition, researchers and practitioners have started to put their interest on intangible assets as a strategic success factor. Particular emphasis is thereby placed on corporate reputation. Unlike tangible assets, corporate reputation can hardly be imitated by competitors and thus enables a company to gain a sustainable competitive advantage in accordance to Porter. Even though in practice it is commonly simplified just as ‘esteem’ or ‘prestige’, reputation is a highly complex construct which incorporates cognitive as well as affective factors. Although the relevance of intangible resources for financial performance measurement of companies is widely accepted by practitioners, there still exists an extensive need for further research.
Especially questions regarding the development of, but also insights concerning the beneficiary management of potentials in the two dimensions of competence and likeability can be promising and valuable topics for a Bachelor or Master Thesis.
- Schwaiger, M. (2004). Components and Parameters of Corporate Reputation – an Empirical Study. Schmalenbach Business Review, 56, 46-71.
- Lange, D.; Lee, P. M.; Dai, Y. (2011). Organizational Reputation: A Review. Journal of Management, 37 (1), 153-184.
- Brunk, K. H. (2010). Reputation Building: Beyond Our Control? Inferences in Consumers' Ethical Perception Formation. Journal of Consumer Behaviour, 9 (4), 275-292.